People relate to personalities on the radio much the way they relate to friends. Close friends. Influential friends. These are people who keep them company, who help shape their opinions, who come to their rescue and comfort them in times of crisis, whom people rely on to be there. Imagine the power of the emotional connection for advertisers that comes from being associated with, entwined into the voices, texts, tweets and Facebook comments of these personalities.Radio becomes as much a part of our lives as eating breakfast or driving to work.It helps us get up in the morning to face a new day. It keeps us connected to what’s going on in the world. To many it is the sound track of their lives. People are passionate about Radio and their stations. It reflects who they are or who they want to aspire to become.It allows us to be alone without being lonely. It allows us to go about our daily lives without putting our lives on hold as other media require us to doPeople don’t wear your brand, flaunt your brand or engage with your brand if there isn’t an emotional connection prompting them to participate. Their favorite radio stations are also among their favorite brands. --------------------------------------------------------------------------

In an effort to quantify the emotional connection people have with radio, the Annenberg School of Communication and Journalism at USC found that radio connects personally in many ways. (para-social interaction is the feeling that you know me and I know you)

In an effort to quantify the emotional connection people have with radio, the Annenberg School of Communication and Journalism at USC found that radio connects personally in many ways. (para-social interaction is the feeling that you know me and I know you)

In an effort to quantify the emotional connection people have with radio, the Annenberg School of Communication and Journalism at USC found that radio connects personally in many ways. (para-social interaction is the feeling that you know me and I know you)

In an effort to quantify radio’s power of persuasion, the Annenberg School of Communication and Journalism at USC found that radio’s relationship with it’s listeners can open up a lot of doors for advertisers.

Arbitron’s Infinite Dial study also shows that there is an emotional attachment to radio. 75% of us would be disappointed if our favorite station were no longer on air. That feeling can be seen in heavy TV and internet users and even more so with heavy radio users.

Read the slide

This is a keen demonstration of the emotional connection radio stations and personalities have with their listeners. Put in your own station’s pictures. Talk about tribes or virtual neighborhoods – places where people want to belong. This is what radio creates.

Transcript of "Radio's engagement and power of persuasion"

1.
Engagement
and Radio
1
May 2014

2.
80%
Have called into
a station, met a
DJ in their
community, or
interacted in
some other
manner
70%
Consider radio
personalities to
be regular people
like themselves,
who are
“relatable” and
“authentic” and
would truly miss
them if they were
gone
60%
Talk about
things on-air
personalities
have said,
often through
social media
networks
60%
Think radio
hosts are “like
a friend,”
whose opinions
they trust and
value
Source: Woodley, P.,Parasocial Interaction between On‐air Radio Personalities and Listeners. USC, Annenberg School for Communication &
Journalism,, released April 14, 2014
This relationship carries over to advertisers who become
a part of these “Virtual Neighborhoods”.
Radio has the power of personal connection

3.
People Expect Personal Connection
From Radio
82%
A personal, para-
social interaction
with their
favorite Radio
personality
79%
Listen longer
to a radio
station
because their
favorite
personality is
on the air
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio
Personality in Los Angeles; *Mark Kassof & Co October 2012 survey of 732 adults 18-64 online **Mark Kassof & Co September 2013 survey of 989 online
Adults 18-64 (60% of 18-24 agreed)
This relationship carries over to advertisers who
become a part of these “Virtual Neighborhoods”.
75%
Describe their
favorite
station as
comfortable,
friendly,
informed*
70%
Agreed If you
couldn’t listen
to radio, you’d
feel something
important was
missing from
your life.**

4.
70%
Follow their
favorite
personality/
Radio station
on social
media
Radio’s Local Connection is Key
72%
Talk to their
friends about
their favorite
personality or
program
content
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality
in Los Angeles; *Latitude Research, Open Mind Strategy May 2013 study of 1000+ participants;
55%
Listen to their
favorite
personalities
on computers
or mobile
devices when
away from a
Radio
66%
Agree that
their favorite
radio stations
reflect who
they are as a
person*
A key difference between Music Players Streams and Broadcast
Radio is the need for just music vs. the need for connection.

5.
Radio Connects Personally
82%
A personal,
para-social
interaction
with their
favorite
Radio
personality
5
79%
Listen
longer to the
Radio
stations
because
their favorite
personality
is on the air
70%
Follow their
favorite
personality/
Radio
station on
social media
72%
Talk to their
friends
about their
favorite
personality
or program
content
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality
in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
70%
Consider
radio
personalities
to be a good
or best
friend or
companion*
This relationship carries over to advertisers who
become a part of these “Virtual Neighborhoods”.

6.
These personal connections are like “word of
mouth”. It’s better than a “like”.
Radio Has the Power of Persuasion
52%
6
51% 47%
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio
Personality in Los Angeles
Have
considered or
purchased a
product or
service
recommended
by their
favorite
personality
Have
considered or
purchased a
product/service
advertised
during their
favorite Radio
personality’s
show
Their favorite
Radio
personality
influences
their opinion

7.
There Is an Emotional Attachment to Radio
7
9 out of 10 people who use radio heavily would be somewhat or very
disappointed if their favorite station were no longer on-air
% who would be “very” or “somewhat” disappointed if
the AM or FM Radio station they listen to most were no longer on-air
Source: The Infinite Dial 2011

8.
More People Prefer Using Radio to Using
Facebook
62% 60% 62% 63%
60%
45%
53% 54%
45%
34%
Total <18 18-34 35-54 55+
My favorite radio station went away Facebook went away
Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000 Panelists; August & September 2012;All
Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian
Read: I would be very disappointed if…

9.
Radio Websites Reach Consumers In Their
Communities
• Radio stations have created hyper local
sites
• All assets combined to deliver relevant
and local information to listeners
• Connects to neighborhoods where they
live and work
• Provide advertisers with geo-targeted
opportunities
• A digital presence increases response and
conversion rates by nearly fourfold on
average
9
Source: TargetSpot white paper April 2011

10.
Radio and Social Networking Platforms
• 70% of people with favorite Radio
personalities follow them
• Personalities in just the top 25 markets have
more than 38 million Facebook friends and 60
million Twitter followers
• Stations’ use of social network platforms
extend the over-the-air connection
• Databases remain a source for targeted
marketing by advertisers
• Visits to Radio station websites are
increasing:
– Up to 34% of adults in 2012 vs. 27% in 2010
visited in the past week
10
Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns & Associates; KMS research
March 2014